Agencies look to AI agents for edge, but must fend off brands looking to in-house with the same tech

“Hyundai, for example, has been working with AI firm Chalice and its in-house media agency Canvas (which also works with other brands, including Zillow) to develop custom AI models and bidding agents using a ‘containerized’ AI solution, OpenXBuild. When used to find inventory on OpenX’s SSP, the system led to a 67% reduction in online video CPM rates. Tylynn Pettrey, svp of analytics and AI at Chalice, said the CPM reduction was due to the agent finding inventory that would have otherwise been overlooked. The cost per ‘high value action,’ defined by Hyundai as a dealership visit or similar interaction, fell 20% during a pilot scheme.”

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